Prosper for Purpose Secures Over 90,000 Coverage Views for Cabela’s Grand Opening

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Prosper for Purpose and Cabela’s Execute Avon, Ohio, Grand Opening

Company Bio:
Cabela’s Incorporated is a leading specialty retailer of hunting, fishing, camping and related outdoor merchandise.

Website: 
cabelas.com

"Prosper for Purpose had a great understanding of our needs and expectations leading up to the grand opening of our new Avon, Ohio, store."

Nathan Borowski
Communications Specialist at Cabela’s Incorporated

Executive Summary

Cabela’s selected Prosper for Purpose to facilitate media relations services for the Avon store’s grand opening in August of 2016. Prosper for Purpose implemented a series of media relations tactics to generate awareness of the new location and attract customers to drive sales during grand opening weekend. The campaign proved to be a massive success, generating the following:

  • 16 pieces of news coverage
  • 4M online readership
  • 5k estimated coverage views
  • 41K social shares

Challenges

Cabela’s Incorporated, headquartered in Sidney, Nebraska, was preparing to launch its 84th location in Avon, Ohio. Prosper for Purpose was brought on to coordinate with Cabela’s corporate office to execute a public relations plan focused on employing specific media relations tactics to prepare staff and target key media.

How We Helped

The main aspects of this public relations plan included media training Cabela’s Avon staff to prepare for interaction with reporters during a media preview day, distributing invitations and press releases to key local media, planning and conducting media tours, including local officials in grand opening ceremonies and assisting media with interviews and coverage during the grand opening.

"They presented a clear plan for assisting with our grand opening process, which included on-site media training for Cabela’s staff and securing media attendance at two separate events, and executed their tasks beyond our expectations. They were a pleasure to work with and a great asset for our media and public relations efforts."

Nathan Borowski
Communications Specialist at Cabela’s Incorporated

Results, Return on Investment and Future Plans:

Prosper successfully attracted all major media outlets in Cleveland to both Cabela’s Avon media preview day and grand opening, achieving more than 90,000 coverage views combined.

Approximately 3,000 attended the store’s grand opening weekend, proving to be one of Cabela’s more significant turnouts.